Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Low Calorie, Natural and Functionality Drive Innovation

Consumers tend to look for a low calorie content from healthy beverages, due to growing concerns about rising obesity levels. But the demand for healthy beverages is moving away from purely low-calorie variants to those which, whilst low-calorie, also offer added health benefits through either a high proportion of natural ingredients, such as stevia or superfruit juice or added functionality. Drinks positioned at particular health concerns such as cardiovascular health or digestive health are therefore becoming more common across the globe.